HIGHLANDS COFFEE: PROUDLY BORN FROM THE VIET’S LAND SINCE 1999

Monday, 19/11/2018, 12:26 GMT+7

Through the time, coffee has been an integral part to Vietnamese culture. Since 1999, the journey to raise the value of Vietnamese coffee from Highlands Coffee officially begun.

Highlands Coffee - The story of the Vietnamese coffee culture

In 1995, a young Vietnamese-American entrepreneur - David Thai, had returned to Vietnam, inspired and prompted by his love for his homeland. Because his parents are Vietnamese, he has heard many magnificent stories with traditional values of his country since he was young. Despite receiving Western education, Vietnamese-dragon blood still runs inside him and lets him back to find out the culture of his mother-homeland.

From the love to Vietnam and the passion of coffee, in 1999, the brand named Highlands Coffee was born with the passion of raising the café heritage of Vietnam and spreading the spirit of Viet pride, connecting harmoniously between tradition and modernity.
 
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From the love to Vietnam and the passion of coffee, in 1999, the brand named Highlands Coffee was born with the passion of raising the café heritage of Vietnam and spreading the spirit of Viet pride, connecting harmoniously between tradition and modernity.

By using the finest Vietnamese ingredients and raw materials, combined with the unique recipes, Highlands Coffee quickly won over the most demanding customers by the truly Vietnamese coffee with deliciously bold taste.

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By using the finest Vietnamese ingredients and raw materials, combined with the unique recipes, Highlands Coffee quickly won over the most demanding customers by the truly Vietnamese coffee with deliciously bold taste.

Vietnamese values ​​are emphasized and elevated not only on the design of each cup, or each mug, but also on high quality roast and ground coffee product packaging, and the café design showing the beauty of Vietnamese culture, bringing the “belongingness” feeling but still very delicate in the open space, filled with the light of each Highlands Coffee location.

With Highlands Coffee, it can be said that David Thai has completely brought his heart to create a mass aspirational café brand which imbued with traditional Vietnamese values, uniquely combined with the modern life of a dynamic Vietnam.

Since its first launching, with nearly 20 years serving Vietnamese coffee & tea to the Vietnamese, Highlands Coffee has been closer and closer to Vietnamese life, changing habits and giving the Vietnamese people a truly new experience in enjoying and experiencing coffee & tea, but also uplifting the core Vietnamese traditional values.

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Since its first launching, with nearly 20 years serving Vietnamese coffee & tea to the Vietnamese, Highlands Coffee has been closer and closer to Vietnamese life, changing habits and giving the Vietnamese people a truly new experience in enjoying and experiencing coffee & tea, but also uplifting the core Vietnamese traditional values.

Born to serve the Vietnamese values, every day at Highlands Coffee, we are proud to bring you the best of coffee and tea, served with deliciously bold traditional Vietnamese products  that filled with memories. For instance, "Phin Sữa Đá with Bánh Mì - Vietnamese Bread and Iced Coffee with Condensed Milk" combo, which has become a truly best friend in the "hungry days" of many ones.

All the smallest details in selecting raw materials and ingredients, and decorating are carefully taken cared by Highlands Coffee, to raise the values of Vietnam, to become Vietnam’s Most Favorite Café, to champion Deliciously & Affordable Modern Vietnamese Coffee, Tea & Café Lifestyle Experience…Everywhere, Every Day and Every Customer.

The vision and mission, expressed by a sharp business strategy that is very specific and focused on research and development, and to serve the Vietnamese community with consistently high-quality products at an affordable price level.

With nearly 300 café locations in 21 provinces and cities, and more ... Vietnamese people now can conveniently enjoy the deliciously bold coffee and tea products in the comfortable and socializing café environment where are filled with all Vietnamese values, and where traditional and modern elements are perfectly harmonized.

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All the smallest details in selecting raw materials and ingredients, and decorating are carefully taken cared by Highlands Coffee, to raise the values of Vietnam, to become Vietnam’s Most Favorite Café, to champion Deliciously & Affordable Modern Vietnamese Coffee, Tea & Café Lifestyle Experience…Everywhere, Every Day and Every Customer.

The spirit of the Vietnamese is also spread by Highlands Coffee through community activities such as sponsoring, exchanging and helping organizations, schools in the country. And Highlands Coffee understands that accompanying in environmental protection campaigns will be a long-term direction of the business.

Highlands Coffee always standstill on our mission by pursuing the desire to spread the Vietnamese origin, the pride of serving the Vietnamese people.

Journey to spread out Vietnam’s pride

Highlands Coffee understands that “Being Born in Vietnam” sometimes brings us self-imposed inferiority. We feel small because of our low physique and because we were born in a small land, not as rich as many others in the world.

But Highlands Coffee understands that as the Vietnamese with dragon blood, we have many other values ​​to be proud of, to promote our available strengths. We believe we can, just because WE ALL WERE BORN IN VIETNAM.

ALWAYS BE PROUD OF, because we:

“Where HIGH is not in size… but in vision.”

Vietnamese people used to be small in the past but our ancestors were popular in the region by their intelligence and cleverness. We also used to own properous harbors such as Oc Eo, Van Don, … Nowadays, the next generations don’t stop to learn new things to take the challenges in the new era.

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Nowadays, the next generations don’t stop to learn new things to take the challenges in the new era.

“Where RICH does not lie in fortune… but in natural resources.”

From “the gold forest - silver sea” heritage, along over 3000km of Vietnam land, we all can contemplate the beautiful scences with multicolored interference cultures.

From the North to the South, the landscapes, cultures and people of Vietnam, are what we are always proud of. These also become the endless inspiration and the loved homeland of many Viet young dragons. 

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From “the gold forest - silver sea” heritage, along over 3000km of Vietnam land, we all can contemplate the beautiful scences with multicolored interference cultures.

“Where FAST is not considered by speed… but by acumen to grab chances.”

Vietnamese entrepreneurs continue to be acutely aware in the business and make Vietnamese brands worthy in the world. With Highlands Coffee, we are proud to contribute a small part in the journey of raising Vietnamese values.

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With Highlands Coffee, we are proud to contribute a small part in the journey of raising Vietnamese values.

“Where we BELONG together not just because we are bond by blood, but also the pride for coffee.”

The Vietnamese heritage, in any time, still lasts long. This also has been an enormous inspiration for us to bring in each cup of coffee, each cup of tea, each product, each style of decoration, to remind ourselves and our customers that when you think of coffee and Vietnamese values proudly, just think of Highlands Coffee.

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When you think of coffee and Vietnamese values proudly, just think of Highlands Coffee.

Desire to raise and proud to share Vietnam heritage with the world

At Highlands Coffee, we aspire to affirm the position and quality of the Vietnamese coffee brand. Highlands Coffee has been constantly striving to expand its system of nearly 300 cafés across 21 provinces, cities and more. Also, we try to become a closed-companion and are proud of serving Vietnamese people in anytime at anywhere; also bring Vietnamese values going ​​further to international friends.

Understanding the taste of the Vietnamese better than anyone

At Highlands Coffee, we understand Vietnamese people not only in every aspect of decoration which connecting harmoniously between tradition and modernity, but also in the millions of selected and meticulous products to serve everyday.

Highlands Coffee - A place to spread, connect and belong

We, Highlands Coffee, are proud to be the Vietnamese brand, spreading and connecting millions of Vietnamese customers and is where we BELONG together.